3 Steps to Building a Coaching Package People Want to Buy

How do you create a coaching or consulting package people want to buy?

It boggles my mind how popular this question is.
It’s actually pretty simple..

Here are the 3 steps:

 

Step 1: Identify the 3-10 top questions your ideal client is asking and the problems they’re experiencing

Step 2: Identify the “actions” you can take to help solve these problems

Step 3: Bundle these “actions” up into a coaching package and show your client that it’s the solution to their problems

 

That’s it!

 

“Hey, I know you’re experiencing these annoying problems, and this consulting package right here is created specifically for solving these problems!” – This is what you would be communicating to your clients by taking these 3 steps. In other words, you would be answering to existing, burning demands.

Hard to go wrong when you’re supplying to demands right?

 

That makes sense.. but what does this process actually look like exactly..?

Let’s take a look at some case studies:

 

Example 1: Personal training service

Ideal client: North American women 28 -36

In this case, what would a novice personal trainer say when they’re trying to sell a training package?

 

“We provide 16 bi-weekly training sessions and I’ll give you low carb diet plan to follow. We’ll do a fitness testing session and a gym equipment orientation.”

 

Put yourself into the shoes of someone who knows little to nothing very little about nutrition; someone who’s been struggling to stay on a diet; someone who’s intimidated by the “fit people” at the gym; how enticing is this coaching package? Not at all that attractive right?

 

Let’s go through the 3 step process that I’ve described and see what a marketing savvy coach would do instead.

 

Step 1: Identify the 3-10 top questions your ideal client is asking and the problems they’re experiencing

A savvy personal trainer would identify these top questions from the target client:

“Do I need to go on all these supplements?”

“I need help knowing what to eat and what not to eat for losing weight!”

“I keep falling off my diet after just a few days.. How do I keep myself motivated?”

“I always struggle at these classes and I don’t really like the gym. What are some alternatives?”

“I don’t want to lift heavy weights. I just want to get toned.. What do I do?”

 

The problems then would be things like:

  • Confusion about proper nutrition
  • Fear of “bulking up” and looking like a guy as the result
  • Lack of motivation for following through which results in slow progress
  • Frustration and disappointment from lack of progress

 

Step 2: Identify the “actions” you can take to help solve these problems

After discovering these problems, the savvy personal trainer would then brainstorm the actual service offerings for solving these problems. In this case, these are the things he would offer for solving these problems:

  • 16, 1 on 1, body weight training sessions for seeing progress, keeping motivated and preserving the “female” figure
  • Step-by-step, personally tailored meal guide and nutrition consulting that shows exactly what to eat, and what not to eat
  • Weekly accountability calls for progress assessment and accountability

 

Step 3: Bundle these “actions” up into a coaching package and show your client that it’s the solution to their problems

Once the service offerings are identified, the savvy personal trainer would then bundle these things up into a coaching package. In this case, this is how this coaching package would be presented:

8 Week Body-Toner Personal Training System

Benefits of the coaching package:

  • Help you burn fat without building bulky muscles
  • Help you clear up confusion about weight loss nutrition
  • Help keep you stay motivated to achieving your weight loss goals
  • Help keep you accountable to prevent yo-yo dieting and inconsistent progress

 

Let’s take a step back and put yourself into the shoes of the target client. Once you see the benefits of this coaching package, you would realize right away that this coaching package was designed specifically for your needs. The coaching package that is designed with the needs of the target client as the main focus becomes an almost self-selling coaching package right?

Example 2: B2B Interior design consulting

Ideal client: Fine-dining restaurant owners

In this case, the typical, novice interior designer would offer a interior design consulting package that looks something like this:

  • Complete art and decor package
  • Custom furniture design and furniture sourcing
  • Customized scope of work proposal
  • Space planning and furniture layout
  • Marketing displays and sample boards
  • Bathroom design

Looks okay on the surface right? However, let’s find out where there’s room for improvements.

 

Step 1: Identify the 3-10 top questions your ideal client is asking and the problems they’re experiencing

The marketing savvy interior designer would do her research and discover questions like these:

“Do you do menu design as well? I need the “look” to be aligned throughout”

“I need help with spacing so I get to seat the most amount of people”

“Can you just coordinate everything?”

“I need that modern and up-scale “feel”, but not have it look like the other places. Can you do that?”

The problems in this case are things like:

  • Fear of all the components ending up looking mis-matched when the project is complete
  • Fear of interior designer creating a plan that’s aesthetically pleasing, but not business-functional
  • Fear of being perceived as “inauthentic” or an “imitator” by customers

 

Step 2: Identify the “actions” you can take to help solve these problems

After identifying these problems, fears and frustrations, the savvy interior designer identifies these service offerings:

  • Strategic spacial pre-planning for creating a comfortable but optimal furniture layout
  • Design comparison session before finalizing on an authentic, original and upscale “look” for the business
  • Project management to coordinate and instruct all parties involved in the project to – Avoid mis-matched look between furniture, decor, print design and other marketing collateral

 

Step 3: Bundle these “actions” up into a coaching package and show your client that it’s the solution to their problems

Bundling these services up into a consulting package, it will look like this:

All-In-One Fine-Dine Design Makeover Package

Benefits of the consulting package:

  • Optimize seating potential without the “cluttered” look to maximize revenue without irritating customers
  • Ensure matching look between furniture, decor, print design and other marketing collateral to create thorough branding
  • Create memorable fine-dining experiences by adopting an “upscale” look while differentiating from other restaurants
  • Save time and effort from having to manage multiple talents for the renovation project

 

Busy fine-dining restaurant owners that are looking to renovate would see this offer and see how it’s a 1-stop-shop service that’s designed for their needs.

They’ll be able to make the purchase and be free to work on the other important business-related tasks, instead of having to manually assemble a team of graphic designers, furniture specialists, painters and contractors to get the job done.

This is a much more enticing consulting offer than a list of random services that are irrelevant to the restaurant owner’s real needs.

 

Example 3: Facebook advertisement management service

Ideal client: Online coaches

In this example, a typical advertisement campaign manager would offer something like this:

  • Facebook Advertisement management
  • Custom landing page creation
  • Advertisement retargetting
  • Copywriting services
  • Graphic design
  • E-mail follow-up sequence management

A savvy advertisement management consultant on the other hand would do this instead:

 

Step 1: Identify the 3-10 top questions your ideal client is asking and the problems they’re experiencing

Typically, people that are new to online advertising and internet marketing would read a few internet marketing related articles and ask questions like these:

“Can you do SEO? Or should I hire an outsourcer to SEO my site for me?”

“How many leads can you get for me and how much do I have to spend?”

“I tried to buy some ads on Facebook before, but I don’t know why traffic doesn’t convert”

“So, do I just pay and then you’ll get me the leads?”

“I saw the interview of these other coach’s success. Can you take a look at what they did and do the same for me?”

From these questions, it’s pretty clear these are the problems and frustrations they’re experiencing:

  • Fear of wasting money on advertising without return on investment
  • Frustration because of the long learning curve for understanding Facebook ads
  • Uncertain about how or if they can attract customers online
  • Confusion about how their competition is experiencing success with Facebook

 

Step 2: Identify the “actions” you can take to help solve these problems.

These are the service offerings to provide:

  • Build an end-to-end Facebook ads marketing campaign from scratch to “handle it” for the client
  • Run A/B split on funnel to identify most profitable, most attractive offer the customers will respond to
  • Conversion-focused copywriting service to ensure leads turn into clients
  • Competition analysis to reverse engineer other business’s success and adopt their profitable strategies

 

Step 3: Bundle these “actions” up into a coaching package and show your client that it’s the solution to their problems

“Client On Demand” Facebook Advertising Package

Benefits of service:

  • Hands-off, “do it for you” service that requires no management from your end
  • Client acquisition focused campaign that maximize return on money spent on advertisement
  • Identify hidden opportunities for growth and stay competitive in the marketplace

Compare this service offering to the typical advertisement management package; it’s no comparison.

 

The takeaway

The key to creating a self-selling consulting package is by answering to existing problems. Instead of packaging up random service offerings, you want to be customer focused and tailor the consulting package to the target market’s specific needs.

Instead of trying to push your service offerings onto your clients, you want to attract them by showing how your coaching package is what they need for solving all their burning problems.








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